7 Essential Features Healthcare Websites Should Have Today
Healthcare organizations might not have been quick to embrace the digital world, but more and more companies are beginning to invest in a robust healthcare website.
But what features are most important for healthcare websites today?
The truth is, anyone can build a website these days. But building a robust website is complex, and a process that requires expertise. In this article, we look at some features that a healthcare website development team will implement for their clients.
1. Clear Website Structure and Navigation
Online users expect a fluid user experience on a healthcare website and a clear process in terms of navigation. This emphasizes the importance of having clear navigation menus and a hierarchy and structure for all pages and content.
Aside from the standard pages (home, about, services, etc), there should always be a clear means through which online users can get in touch or make an appointment. This is one of many instances in which you can use a CTA to increase conversions.
And how can you know if the site structure and navigation are on point?
Healthcare website development teams know how to get this right and spend a lot of time testing the user experience before going live. This structure can also be changed and improved over time using insights and feedback from users of the website.
Are you looking for your next development partner to skyrocket your new website? You’ve come to the right place. Watch the video below from our colleague, Jason, who talks about our approach to building or redesigning a next-generation website.
2. Security Features to Protect Critical Patient Data
Security is a fundamental part of healthcare website development, and this is largely due to the sensitive nature of patient data. There is also a federal law called the Health Insurance Portability and Accountability Act to regulate healthcare websites.
For this reason, healthcare websites must comply with certain rules and take time to demonstrate a safe and secure online process. Encryption and SSL scripts are examples of features that can help protect a healthcare website. Most developers also add anti-spam software, and WordPress plugins offer many solutions in this regard.
Either way, a trusted healthcare organization will display and deploy such features.
3. Fast and Easy Website/User Experience
According to a recent Forbes article, online users want gratification within five minutes or less. In other words, healthcare websites must be quick and easy to use, and slow load times are a sure way to encourage these online users to go elsewhere.
While healthcare website development should focus on getting the features right, the speed of these features is just as important. Algorithms on search engines also take speed into account, and besides, there’s really no excuse for having a slow website.
Just so you know, page speed is often dictated by the extent of content on a particular website. This is another common reason why organizations will outsource their healthcare website development to professionals.
4. Portfolio of Up-to-date Content and New Content
While content might be an obvious feature to highlight, most websites simply don’t have enough content. What’s more, too many website owners fail to update existing content or add new articles and resources in order to keep things fresh.
The above is necessary for search engine optimization (SEO) because Google and other search engines place value on new content. But adding new content to a website on a regular basis is also a feature that can maintain brand image and relevancy while conveying to site visitors that the organization is paying attention.
It’s also necessary to optimize each and every page or piece of content to ensure the website is making progress when it comes to search rankings on Google, etc.
5. Multimedia Integration Should be the Standard
It’s just not okay to have broken links or outdated images on a healthcare website, and a never-ending block of text is sure to dissuade site visitors from reading on.
Online users want and expect an engaging experience that incorporates photos, videos, and other interactive features. This means that generic content is not enough, and there must be enough stimulation to generate interest among these online users.
That said, you don’t want to overload site visitors, and it’s crucial to find a balance that will inform and entertain online users at the same time.
6. Positive Testimonials/Reviews Demonstrate Trust and Quality
Positive reviews are incredibly powerful for any marketing strategy, and they also help convey a sense of trust to online users. In fact, everyone knows that online reviews are one of the best ways to grow any business, and this is why testimonials should feature somewhere on the website, and a call-to-action should follow soon after.
Healthcare websites get to choose which testimonials they wish to showcase, which makes them especially beneficial. It’s also possible to automate the collection of such testimonials by providing a request for feedback from new patients.
Either way, reviews, and testimonials should feature on every healthcare website.
7. A Consistent Thread of CTA’s for Better Conversion Rates
Without a clear call-to-action (CTA), there’s often no point in publishing a lot of content on your website. It's true, you most often need to either direct or ask site visitors to take a specific action.
CTAs should be used at the decision stage and toward the end of a piece of content. Web designers can use CTAs to direct online users to premium content or whatever products and services a healthcare website might be providing.
It should be noted that CTAs can be used on almost every type of content, and a consistent thread of CTAs should lead to more sales and conversions in general.
A healthcare website should act as a foundation for your content and the very spine of whatever message you need to convey. This website should draw online users to the business, and then provide enough information to further their level of interest.
Website design is all about creating and maintaining this interest while establishing a relationship of trust with the audience. Safety and security are important for healthcare, but online users still expect engaging content and a fluid user experience.
The above features are central to this process, and if you need assistance with healthcare website development, make sure to get in touch so that we can help!